Mobile Marketing Applications of Travel Agencies
In recent years, the use of mobile devices in the marketing world is increasing parallel with technological advances. The main problem of this research is to determine agencies' use of what type of mobile tools for what type of purposes in the marketing process. The aim of this research is to identify Mobile Marketing (MM) applications used by group A travel agencies, and to describe the attitudes towards MM applications of agencies. According to related law, it is only group A agencies give all agency services. Therefore, it is thought that MM is more widely used by those agencies. Thus, this research was made only on the group A agencies. The population of study was consisted of 675 groups A agencies' representatives deployed in the European and Asian sides of Istanbul. A questionnaire was used as data collection tool. Questionnaire form consisted of two parts. In the first part, questions concerning MM and in the second part, questions regarding demographic issues to managers and travel agents took place. The results were given as descriptive statistics (frequencies, percentages, mean and standard deviation) on the tables. T-test and One Way ANOVA analysis were performed for the differences of mean among groups. In the study it was concluded that agencies use mobile phones mostly and mobile computers for increasing sales firstly and direct marketing. Thus, the main hypothesis established was confirmed partly.